Buyer Intent Data

Buyer Intent Data refers to insights that indicate when potential customers are actively seeking solutions online, detailing which products and services they are considering based on the online content they engage with. This information helps marketing and sales teams pinpoint which prospects are inclined to make a purchase, enabling them to allocate their efforts and resources more effectively and avoid targeting those not ready to buy.

There are two main types of intent data: first-party and third-party. First-party intent data is sourced directly from your own digital platforms, including your website, CRM systems, social media interactions, and offline engagements. In contrast, third-party intent data is collected from outside sources, offering a wider perspective on buyer intent through methods like aggregated data from publishers and bidstream information.

Leveraging intent data provides multiple advantages, such as identifying prospects who are prepared to buy, obtaining a holistic understanding of buyer intent, and ensuring ethical and trustworthy data collection. Sales teams can utilize intent data to recognize warm leads, tailor their messaging more effectively, and gauge interest in particular products. However, challenges may include ensuring data accuracy and timeliness, complying with privacy regulations, and crafting appropriate messages based on insights derived from the data.

Conventional Lead Scoring typically uses demographic and firmographic details, such as job title, company size, and industry, to assign scores to leads. This approach ranks leads according to their alignment with the company's ideal customer profile.

Conversely, Buyer Intent Data emphasizes the analysis of prospects' online behavior to assess their interest in specific products or services. This method offers a more precise understanding of a prospect's readiness to purchase, allowing sales teams to focus on those who are currently researching solutions and are more likely to buy.